New Balance'S First World Cup Sponsorship Star Is Not Enough.

Three years ago, I just entered football.

New Balance ushered in their first World Cup, planning to seize market share from Nike and Adidas.

In June 14th, on the eve of the opening of the world cup in Russia, New Balance's global soccer manager Kenny McCallum said at a press conference that although NB could not compete with Adidas and Nike in terms of marketing expenses, it hoped to gain marketing advantage through different brand tactics.

"Competition with Adidas and Nike will be a long-term challenge, and even if you do not throw money into official sponsorship or spend a lot of advertising budget, you will always find marketing opportunities."

By working with Goal, a new British soccer website founded in 2004, NB hopes to eliminate the gap between the number one player and the number one player.

It can be seen that Adidas has released an advertisement with 56 top players and entertainment stars. Nike has also released the world cup's campaign Never Ask this week (I dare believe it), telling Russian counterpart stories from the perspective of Russian athletes.

McCallum said: "those top brands have lost focus and may overspend. They will naturally spend their money on those top resources, leaving a blank for others."

The Moscow road of New Balance mainly cooperates with media, network red and YouTube Vlogger, including Theo Baker, Charlie Morkley, Jemel One Five and Jemel, all of them have one hundred thousand subscriptions.

These producers will wear NB's jerseys (even though some of them are wearing Adidas's jerseys on Adidas's YouTube) and travel through Russia, through Moscow, St Petersburg, Yekaterinburg and Kazan.

The content of all outputs will be released on the social platform and Goal of New Balance Football.

In addition, the NB Football New Otruska 4VS4 line soccer tournament will also be held next month. The two sides are football anchors and Russian local teams.

Prior to that, New Balance had been given the opportunity to enter the Champions League final after 11 years of sponsorship in Liverpool.

On the day before the competition, Liverpool international Senegal announced that he became NB signing player, and he also wore the latest NB Furon 4 Pro.

In the world cup, Costa Rica and Panama will also give NB a chance to reach the highest stage.

But for a challenger, such exposure is clearly not enough, which is why, besides the resources of Liverpool three years ago, they also need to find ways to publicize other social platforms.

NB is expected to earn 1 billion euros in Europe this year, and its growth rate will reach 20%. The world cup will be an important decisive moment.

Adidas has sponsored 11 of the 32 teams this year, and Nike has 10.

In terms of magnitude, NB is totally unmatched, but Matt Bennett, chief creative officer of Zak, NB's creative agent, said: "we know that audiences today want not only to see the world cup of traditional radio and television, but also to understand the team and players."

He believes that the cooperation with YouTuber will give users a fresh experience of watching the world cup, so that they can really establish contacts with Russian football culture and show more truth, not just the glorious competition schedule.